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Extra info for Relationship Marketing: Exploring Relational Strategies in Marketing
It was these researchers who were to begin the search for a more holistic view of marketing and whose radical ideas were to revolutionise marketing thought. Industrial marketing research Industrial marketing had always been treated as mainstream marketing’s unglamorous ‘poor relation’, a disciplinary sub-field long overshadowed by consumer goods Antecedents of RM ■ 27 marketing (Brown, 1998, p. 173). The emphasis in this business seemed to be on raw materials, bulk shipments, pricing mechanisms and rational buying models where marketing played only a marginal role.
Despite the apparent supremacy of marketing in the period doubts were starting to be raised about the all-embracing nature of the traditional marketing paradigm. , 1982; Elg and Johansson, 1996) and from marketers working within the industrial (business-to-business) and service sectors. Marketing had always had an uncomfortable relationship with those sectors which appeared not to fit comfortably with mainstream consumer goods. Some attempts were made to accommodate the evident anomalies. However, rather than start again by challenging the conceptual basis of transactional marketing, the quickest and most convenient ‘solution’ to the problem was to paper over the cracks.
2005) ‘Sources of immoderation and proportion in marketing thought’, Marketing Theory, 5 (2), 221–31. Zaltman, G. (1965) Marketing: Contributions from the Behavioral Sciences, New York: Harcourt, Brace & World. 2 Relationships in marketing Key issues ■ Current state of marketing ■ Antecedents to relationship marketing (RM) ■ Development of RM ■ Defining RM Introduction The preceding chapter sought to chronicle the history of marketing during the twentieth century. It should be seen as a backdrop to the development of relationship marketing (RM) in the latter part of the twentieth century and beyond.